5 Minutes with… Krikor Khatchikian


Having labored at Gray Doha for over 14 years, the company’s managing director Krikor Khatchikian started his profession within the hospitality trade, earlier than realising that promoting was his ardour. Impressed by the Asian Video games which came about in Qatar in 2006, sports activities promoting has been an influential presence in his profession, now coming full circle because the FIFA 2022 World Cup is to be held within the nation later this 12 months.Krikor’s expertise supporting the company with a advertising communication technique meant he targeted on merging departments to deal with artistic, digital, PR, and social underneath one roof. This ease of communication allowed the company to not solely meet purchasers’ wants however to additionally champion ‘Famously Efficient’ artistic content material – the corporate’s driving mantra. With all of his expertise, Krikor’s favorite a part of the job – and what attracted him to the trade within the first place – is that no two days are the identical. With the number of purchasers and briefs to reply, he says “there’s one thing new daily.”Talking to LBB’s Nisna Mahtani, Krikor explains how the FIFA World Cup is championing creativity in Qatar, the ambition of the nation and why sporting pursuits take up a lot of his free time.LBB> Let’s take issues again to whenever you first started your journey within the trade. How have been you launched to promoting?Krikor> I began my profession in hospitality, and in the end, it grew to become obvious that my passions have been in advertising and, extra notably, promoting. So, I moved into promoting in 2004 – across the similar time the Asian Video games have been held in Qatar. One may say it was an eventful 12 months for Qatar and myself! LBB> And when do you know you needed to make this your full-time profession?Krikor> I knew I needed to make this my full-time profession from the get-go. Inside the first few months of working in promoting, I used to be enthralled by the tradition and the way it contributed to creating the very society we dwell in, the way it enabled popular culture and empowered real-time change. I used to be excited by the chance to work with so many alternative purchasers as a result of there’s all the time one thing new each single day – not many careers provide that. After nearly a decade of being on this trade, I’ve witnessed the shift in communications and the speedy progress of digitisation that has taken over on the helm of modern-day promoting, which is a thrill to be a part of – like I mentioned, there’s one thing new daily. LBB> Have been there any campaigns particularly that originally caught your consideration? And may you inform us about some current campaigns which you’re significantly happy with creating?Krikor>  The ‘Yas Islands’ adverts have actually left their mark on me, in fact, Kevin Hart can depart a mark on anybody. As for us, we presently have an intensive roster of purchasers starting from banks to telecommunications to leisure and actual property. I genuinely adore the work the crew has delivered on each single one in all them. We not too long ago did a ‘Roam like Dwelling’ marketing campaign for Ooredoo, and naturally, Lusail’s ‘That’s my handle’ has my coronary heart – and the 5 12 months anniversary marketing campaign for Doha Pageant Metropolis can be a favorite. LBB> You’ve helped solidify Gray’s place in Doha by 360 communication methods, amongst different issues. What do you imagine helped make your mark within the nation?Krikor> Effectively, we targeted our expertise and cultivated a communicative mindset constructed on full integration, and due to this fact efficiently breaking the limitations between departments and disciplines. Inventive, digital, PR, social – all underneath one roof – respiratory and talking promoting. We needed everybody to speak in a single unified language and transfer as a complete unit moderately than a sum of elements. LBB> Are you able to inform us concerning the ‘empathy mannequin’ which Gray has created? What’s it primarily based on and the way does it goal present tendencies?Krikor> First, to thrive in any setting, you have to actually get to the core of the tradition. And Gray Doha has efficiently captured the essence of Qatar. We hearken to the calls for of the distinctive market we work inside, respect and perceive the expectations that include it and reply the purchasers’ wants accordingly. Gray’s slogan is ‘Famously Efficient’, and I imagine this empathy mindset stems from a want to dwell our ethos. Even in relation to present tendencies, empathy can by no means fail, and valuing your purchasers will solely lead you to better success.LBB> You’ve beforehand talked about the cultural affect of the 2022 World Cup on the nation, resembling Doha being named the primary UNESCO ‘Inventive Metropolis of Design’ within the area. Are you able to inform us extra concerning the artwork and tradition shifts that are going down?Krikor> Whether or not it’s an architectural marvel that’s the Qatar Nationwide Museum or the myriad alternatives a number of governmental our bodies provide homegrown artists to current their work and inform their very own tales to the general public. In reality, in honour of the World Cup, now we have 80 new public artworks that will probably be put in throughout the nation, along with a number of large-scale exhibitions. The evolving spirit of artwork within the nation could be very genuine, as a result of Qatar has all the time been rooted in a wealthy heritage – and now the world will see it as properly. LBB> And the way has the promoting trade modified because of this?Krikor> When you win the ‘Inventive Metropolis of Design’ title, you aspire to ship in each side, particularly with the entire world watching. The stress is on – we’re anticipating a number of transformative experiences, however it’s one we wholeheartedly welcome.LBB> Except for work, how do you spend your spare time? Do you’ve got any strange hobbies?Krikor> As somebody who eats, breathes, and loves sports activities, Qatar is truthfully the very best place to be. I play padel (a racket sport), soccer and am additionally an avid bike owner – on the weekends, if you happen to name my spouse, she’s going to inform you I’m on the court docket or off biking on some tracks – however in fact, not when it’s 90 levels on the market!  LBB> Are you able to give us one phrase or phrase to explain Qatar?Krikor> Formidable. Qatar is residence to the world. Everybody comes right here with their very own ambitions and targets, they make this nation their residence, and Qatar has handled them as its personal. However what I take inspiration from is the truth that this nation has the grit to face adversity and are available out on prime, and I really feel as if that spirit is transferred to its individuals. I can’t look ahead to November, and I can’t look ahead to the world to come back and expertise what Qatar actually means. 

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